Creating positive interactions for B2B customers is essential to nailing down repeat purchases and a loyal base.
A fantastic way to learn more about these interactions is by conducting B2B customer journey mapping research.
This type of research analyzes each key touchpoint, from the customer’s initial discovery of a business through the final purchase. The insights gathered can aid brands in crafting a more tailored, engaging customer experience to drive business.
In this post, we’ll go over the key points of B2B customer journey mapping, what it is, why it matters, and how market research plays a crucial role in all of this. Keep reading.
B2B customer journey mapping research gathers insights about a B2B customer’s key interactions with a business from initial discovery to their final purchase. In some cases, even post-purchase actions may be measured.
Conducting B2B market research on the customer journey reveals many important details about their experience.
This often includes:
By implementing this feedback, businesses catering to B2B customers will likely see increased sales and lowered churn rates.
Mapping the B2B customer journey provides specific details about customer interactions that can help improve business functions.
Not only does this provide specific customer details, but journey mapping tackles each point of the shopping process from beginning to end. In turn, this provides businesses with essential customer information on their experience, recurring themes, existing gaps in the purchasing process, and related details.
Once all this feedback has been obtained, businesses have a much clearer view of how their specific audience operates. Ultimately, this allows them to create a more tailored, enjoyable shopping experience.
The B2B customer journey is somewhat different than B2C, for instance, as it deals directly with other businesses as customers.
As a result, B2B customer journey maps involve more players – we’re talking stakeholders and multiple departments, which can make the mapping process more complex.
Furthermore, these complexities often cause a longer buying process versus B2C.
Because businesses are dealing with more than a single customer in B2B interactions, this means taking the time to create stronger bonds with said stakeholders and other key players.
When establishing the customer journey, our B2B market research company involves four key elements: awareness, shopping, purchase, and post-purchase. Below, we’ll give you a rundown of each stage and its importance.
In this initial stage, the B2B customer begins to experience a specific need or pain point. For B2B customers, this may look like noticing certain challenges in business operations. As a result, they begin to search for answers to the issue. It’s common during the awareness stage for customers to seek out content like blogs and whitepapers for more information.
After the B2B customer becomes aware of an issue, they enter the shopping stage. This means that they’re actively comparing prices of solutions, and determining which options are best suited to their needs. In B2B spaces, this process may take longer, as multiple parties are typically involved.
After committing to a solution, the B2B customer enters the purchasing stage and finalizes this end of the process. To maintain a positive relationship with the B2B customer, it’s important businesses make this transaction as smooth as possible.
The post-purchase stage is arguably one of the most important when it comes to the B2B customer journey. This stage revolves around a business maintaining a connection with the B2B customer through various methods, from customer surveys to rewards programs and even check-ins to ensure they’re pleased with their purchase.
Market research plays a significant role in developing a detailed B2B customer journey.
First off, businesses can conduct market research to create B2B customer personas based on demographic information gathered. Customer personas are essential for a business to better understand the needs of its target audience.
Secondly, market research can also provide insights into the B2B customer experience by uncovering specific pain points. In doing this, businesses will have a much better handle on tackling unique customer needs.
Lastly, businesses can use market research to strengthen customer bonds in the post-purchase stage via surveys. The small online surveys can provide key information about ease of purchase, what worked, what could be done better, and so on.
The above points are just a glimpse of how market research can improve the B2B customer journey. Our third-party research firm is experienced in taking on unique client challenges and can help create a detailed B2B customer journey map based on those exact needs.
A major benefit of working with a third-party firm like ours? We allow businesses to focus on their duties without having the added stress of taking on an internal research project. Our team has decades of experience in advanced research methodologies, and understands the nuances that come with each methodology used. To summarize: leave market research to the pros!
Contact us today, we want to hear from you.
